Douglas Emerson Profitable Horseman
Profitable Horseman Newsletter
January 25, 2008 
In This Issue
Lemon Proof Your Marketing Program for 2008
Others Have Said
Back At The Barn
Lemon Proof Your Marketing For 2008
lemonade stand 

When you were a kid, perhaps you got your introduction into business by opening a lemonade stand.  The ingredients for instant business:

a hot summer day, a need for some spending money and a desire to break the occasional boredom of summer vacation.   


Assuming no need for licensing, liability insurance and proper business zoning, lemonade stands can transform from idea to operating business in less than two hours. Locate: lemon juice, water, sugar, a sign and a card table and you are in business.  


Now, that's fast food!


But, without the right weather, sufficient walk-by and drive-by traffic and the proper operating hours, sales at a lemonade stand can be as sour as a bowl full of its own lemon peels.


And before too long, frustrated lemonade entrepreneurs, parched for business, squeeze their last lemons and close the shop.  The lemonade stand is barren and lifeless. A hand painted For Sale sign nailed over the Fresh Lemonade sign beckons the next extra small business entrepreneur to give it a try.


So, what lesson does lemonade stand business failure have to offer in business knowledge for a horse business owner?  The screaming need for a marketing plan to keep the juice flowing.


Lemonade Stand marketing plans might include:


Flyer distribution at neighborhood events like block parties, press releases for the local newspaper, compiling testimonials about the product, street signage, articles about the history of lemonade and the health benefits of lemon.


The lemonade entrepreneur may have special charity days for donation of the profits to a local cause, a pet show at the lemonade stand and a special clinic on lemon sourcing and the proper squeezing technique for lemons.


Lemonade marketing mavens snap up opportunities to have a lemonade promotional float march in the Memorial Day and Fourth of July parades and offer free samples.



Unlike the bankrupt lemonade stand owner, the Profitable Horseman has a Marketing Plan and a Marketing Calendar in place at the start of each business year.


So how do you go about setting up a Marketing Calendar for 2008?


Sit down with your team in front of a full year calendar showing all of the months.  Not the monthly-flip calendar like the feed mill gave you, or a tiny 8-1/2" X  11" calendar you printed from Microsoft Word.


You'll need an extra, extra, large calendar for this project. Two feet by three feet will work well.


  • Mark the dates for the entire year for horse shows, summer camps, clinics, demonstrations, spring break, summer vacation and back to school lesson programs for youth students, events for mature students and those special events like picnics and parties related to your business.
  • Identify the key dates for press releases, newsletters, electronic and direct mail promotional pieces, banners, billboards, website announcements, radio, TV interviews, telephone calls and public speaking opportunities.
  • Refer to your marketing plan frequently throughout the year. These key dates will sneak up on you.  Remember, the success of your events is dependent upon your marketing before the event.


"Build it and they will come" is an emotionally powerful movie line and is the marketing philosophy of all ignorant and blissful lemonade stand operators both young and old.


But, the reality of business beyond the lemonade stand is: Marketing Is Never Done.  So get on with it and plan for success this year with your own marketing calendar.


Others have said 
"Most modern calendars mar the sweet simplicity of our lives by reminding us that each day that passes is the anniversary of some perfectly uninteresting event."   --  Oscar Wilde
"At my lemonade stand I used to give the first glass away free and charge five dollars for the second glass. The refill contained the antidote."  --  Emo Phillips
"When fate hands you a lemon, make lemonade."  --  Dale Carnegie
Back At The Barn 

winter turnout


A case of "Man Flu" knocked me out of commission for a few days last week. If you aren't familiar with "Man Flu" check out this link  click here   I'm not making this up.  Perhaps there is no "Woman Flu" because unlike men, they just deal with illness much better.  In my misery of feeling ill, no newsletter was published.


But, I'm back full strength in complete appreciation of the feeling of good health.


Since the first of the year, I've noticed  complaints from people about muscle ache.  Nope, not saddle sore and  these aren't virus related aches and pains, they are Wii related. 


In case you've been asleep in your hay mow for an extended period of time, Wii is Nintendo's virtual game system that requires the player to actually move more than fingers.  Tennis, boxing, baseball and a long list of sports games require coordination and upper body movement of shoulders, arms and hands to play.


Suddenly, "Wii elbow" has become a player affliction in the morning following virtual game day.  It's wonderful that electronic games have advanced beyond extensive index finger use and actually demand physical movement.


It makes me wonder how much longer it will be before virtual riding experiences are available.  I can see virtual:  stadium jumper,  rodeo, thoroughbred racing and freestyle reining as popular equestrian games.  Even electronic riding lessons could become a reality with a "Wii saddle".


Whatever the future brings in electronic equine related entertainment, nothing will replace the live experience and joy of working with real horses.  And that's a good thing for humans and horses.



Plan for Success in 2008 
  • Not enough time?
  • Not enough money?
  • Not enough of the right people working for you?

Contact me to learn more about how Profitable Horseman Strategies can help you in 2008.  Click Hereph logo

Have a spectacular week!

Doug Emerson
Profitable Horseman Deewochagall
Speaking of the Horse Business!
American Ranch Horse Association 
$ hat

I'm delighted to be speaking about the horse business at the ARHA Convention in Owensboro, KY.

I'll be there on Saturday, February 16, 2008.  Convention details are available by clicking here.


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